Five Guys
figuring out why first-time customers weren’t coming back for the best burgers in town
Insight
Sales growth
Behaviour change
Copywriting
Agency: Direct to Client
In-store
Sales growth
Behaviour change
Copywriting
Agency: Direct to Client
In-store
Sometimes identifying the problem is every bit as satisfying as finding the solution.
Five Guys had a problem. A disproportionate number of first-time vsitors weren’t coming back for seconds. Data and customer feedback told us their experience was underwhelming on the food side and perceived to be pricey on the money side. This was completely at odds with the loyal Five Guys fans who raved about the qulaity and almost limitless choice of toppings actually being good value for moeny.
The insight. It turned out it wasn’t the uality of the food, rather it was the confusion of the menu board. There was nothing tell people that, at Five Guys, if you order a cheeseburger and don’t know to add the toppings of your choice (for free of course!) you get a burger with patties and cheese, and that’s it. No lettuce, no tomato, no pickles, no sauce.
The solution? A simple case of making the menu board easier to navigate and choices more obvious (a hamburger at Five Guys is a double-burger, a small hamburger at Five guys is a single).
Results? A significant uptick in first time customers getting the full Five Guys experience and coming back for more as a result.
Not necessarily the prettiest piece of work ever, but for Five Guys, the ROI has been gorgeous.
Five Guys had a problem. A disproportionate number of first-time vsitors weren’t coming back for seconds. Data and customer feedback told us their experience was underwhelming on the food side and perceived to be pricey on the money side. This was completely at odds with the loyal Five Guys fans who raved about the qulaity and almost limitless choice of toppings actually being good value for moeny.
The insight. It turned out it wasn’t the uality of the food, rather it was the confusion of the menu board. There was nothing tell people that, at Five Guys, if you order a cheeseburger and don’t know to add the toppings of your choice (for free of course!) you get a burger with patties and cheese, and that’s it. No lettuce, no tomato, no pickles, no sauce.
The solution? A simple case of making the menu board easier to navigate and choices more obvious (a hamburger at Five Guys is a double-burger, a small hamburger at Five guys is a single).
Results? A significant uptick in first time customers getting the full Five Guys experience and coming back for more as a result.
Not necessarily the prettiest piece of work ever, but for Five Guys, the ROI has been gorgeous.